The Development Course of Outdoor Advertising

The history of outdoor advertising can be traced back to Roman slavery and the Republic of China in the sixth century. At that time, people began to erect some signs in downtown areas. Later, in order to improve the chaotic situation, the government ordered all advertisements to be placed on the wall, and the advertisements such as the performance preview of the arena, the lost and found, and the cobbler were painted all over the wall. If these outdoor advertisements more than 2,000 years ago only moved forward in ox carts, then today's outdoor advertisements have entered a period of rapid development. China has many industrial chains, low concentration of production, low R&D capability of high-end products and low manufacturing technology level of outdoor advertising industry, and the deficit of import and export trade continues to expand. The next few years will be a period of high-speed shocks in the outdoor advertising industry. During the "Twelfth Five-Year Plan" period, the government will continue to increase the localization of high-end equipment parts in the advertising industry, and some well-known enterprises will follow suit. Shanghai Ye Qi Advertising Co., Ltd. is a diversified company integrating advertising planning, design, production and construction, lighting engineering, decoration, props model and fixed-point procurement. The advertising industry, in particular, has undergone a historic change in the world. The advertising industry in China has also advanced by leaps and bounds, ranking among the top in the world. The development of outdoor advertising has also developed from the initial single implementation to today's multi-channel parallel communication. With the development of the Internet, outdoor advertising has also entered the e-commerce industry, and many B2B industry websites have appeared. The speed of the Internet has broken the original business model of outdoor advertising. Media owners and advertisers can browse various resources online and communicate in real time without looking around, which can not only reduce the waste of manpower and material resources, but also effectively promote cooperation.

Outdoor advertising is the most intuitive embodiment of the economic prosperity of a country or region. From the outdoor advertisements of some old films, we can vaguely see many well-known brands now. In fact, these brands have been household names as early as 80 years ago, which is the magical power of outdoor advertising. In recent years, outdoor advertising business has developed rapidly in China market. This "fast" is not only reflected in the continuous expansion of the industry scale in a short period of time, but also in the "fast" launch of emerging outdoor media forms and their recognition and acceptance by the market. And "fast" is accompanied by "high", the outdoor advertising industry has high profits, high return on investment and high growth of the whole industry. In addition, China's economy is "outstanding" in the global economy, and more and more multinational companies have entered China on a large scale, which has stimulated the rapid growth of outdoor advertising industry. With the increasingly complex communication environment and the fierce competition of various mass communication channels, the competition of outdoor advertising has gradually surfaced. On the one hand, the cost of traditional mass media is increasing, but the effect is declining. Compared with traditional mass media advertising, outdoor advertising has won the favor of advertisers and advertising companies with lower cost and better communication effect. On the other hand, due to the huge profit potential of outdoor advertising development and operation, outdoor advertising has become a hot business project of advertising companies. Advertising companies specializing in outdoor advertising came into being, and operated rapidly, relying on its strong financial support and social relations background, constantly developing new forms of outdoor advertising.

With the increase of people's tourism and leisure activities and the wide application of high technology, outdoor media has become the new favorite of advertisers, and its growth rate is much higher than that of traditional TV, newspapers and magazines.

2 1 century, outdoor advertising has already broken through the single type of billboards, and more new outdoor media have appeared-car body advertising, bus shelter advertising, subway station advertising, elevator advertising, high-rise column advertising, three-sided advertising, wall advertising, rooftop advertising, neon lights, LED display screens and so on. With the reform and opening up of the city, outdoor advertising has bid farewell to extensive and entered a new development stage of optimization and integration. Outdoor advertising has a history of several decades, and has developed into an advertising model with rich media types, diverse forms of expression and rapid development. With the full development of TV and newspaper advertising resources, outdoor advertising has attracted the attention of all parties because of its development quality and quantity. As for the arrival and rise of the network era, it marks the arrival of a brand-new outdoor advertising era, so that we can see all kinds of outdoor advertising information and styles on the network.

Among the market segments of outdoor advertising industry, outdoor electronic screen advertising market, bus body advertising market and elevator printed matter advertising market are widely concerned because of their wide audience coverage and good advertising effect. Among them, the outdoor electronic screen advertising market occupies a large share in the outdoor advertising market. 20 1 1 In the third quarter, the outdoor electronic screen advertising market in China reached 221600 million yuan, up 32% year-on-year.

Since 1990s, the outdoor advertising industry in China has developed rapidly, and the investment of enterprises in outdoor advertising has increased at an average annual rate of 25%. In 20 10, the total outdoor advertising in China reached 45.2 billion yuan, and it is expected to reach 5 15 billion yuan in 20 16.

Domestic outdoor advertising owners should be concentrated in first-and second-tier cities, among which the four first-tier cities in the north, Guangzhou and Shenzhen account for nearly half of the total outdoor advertising in the country. Due to the scarcity of big-name media resources in first-tier cities in 2009-20 10, the number of LED publications increased by nearly 15-30% year-on-year, and the price rose significantly. The media price of commercial buildings in second-tier cities has increased greatly, with an increase of 20%-40%. However, the prices of bus bodies and bus shelters in first-tier cities remain unchanged, with an average increase of 9% in second-tier cities and 3% in third-tier cities. With the deepening of customers' outdoor investment in the market, the increase of investment amount has also promoted the price increase of fourth-tier cities, with an average increase of 10%. In addition to CCTV Mobile's price increase because the media price is lower than other media providers in the market, the increase in the number of terminal screens of 20 1 1 also leads to an increase in the average price of 15%-25%.

The outdoor advertising industry in most small and medium-sized cities is still in a state of development. However, with the scarcity of outdoor media resources in first-tier cities, outdoor advertisements in most second-tier cities have developed well, and the increasing attention paid by the entire outdoor advertising market to the third-and fourth-tier markets has driven the media prices in these markets. Small and medium-sized cities are not only the main force to absorb a large number of rural surplus labor, but also the main growth point of the new round of economic development and social consumption. If we open the outdoor advertising market in small and medium-sized cities from a high-tech starting point, media providers will be able to reap a rich future.